4C Interview
Mike Spear Of Jones Organics

Mike Spear

Jones Soda Co/Jones Organics           

Q.    Briefly describe your products and services

Jones Organics is a line of 6 bottled teas; 2 White Teas, 2 Red Teas, 2 Green Teas.   

Q.    What cultural trends are affecting your customers and end users (if different)?

People are eating healthier food and really watching what they put in their bodies.

Q.    What other market trends are impacting your business?

The
trend toward mainstream of organic food and farming. Even the most
mainstream grocery and convenience are carrying organic products.

Q.    How is your company reacting to these opportunities/challenges?

We
started a line of organic teas. This is a big departure from what we
have been doing for the last 10 years (see Jones sodas). We are proud
to offer our consumers something healthier that is still great tasting
and fun.

Q.    By introducing the Organic sodas, are
you hoping to attract a new customer base?  If the customer looks
different, what are you doing differently from a marketing perspective
to reach this new audience?

By introducing the
Organic teas, we are attracting an older more health conscious consumer
base but also realizing that some of our current demographic is moving
towards healthier lifestyles. We think that as the 12-15 year old kid
reaches for our Green Apple soda his mom is reaching for Jones Organics.

As a marketing approach for the Jones Organics we are steering away
from our alternative sports tact and attaching ourselves to events like
fashion shows, marathons and celebrity events. We are now marketing to
a more mature audience. That is not to say that our current athlete
teams is not drinking Jones Organics, skater Bucky Lasek loves them.

Jones Organics